Centers of Influence

Morrow, Ed
July 1995
Journal of Financial Planning;Jul95, Vol. 8 Issue 3, p103
Academic Journal
This article focuses on centers of influence in effective business. One indication of an effective business owner or professional is their being held in high regard by others in the community. This can come about through years of community service or large donations to nonprofit organizations. But many financial planners cannot wait that long. A center is someone who is in a position to refer desirable clients to someone. lf ones target client is a moderately affluent retiree, then a young engineer might not be nearly as helpful as a young minister who serves a group of older parishioners. The author says that it is not a good idea to try to reduce the list of ones centers. Unless the new client reveals all of the reasons for seeking services, one may never know that a chance comment by one of his centers has provided the final incentive for them to initiate contact. Other marketing efforts might also be far more effective when aimed at those who might be supported by a favorable comment front one of his well-cultivated centers.


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